BILL NUMBER:S7101

TITLE OF BILL:  An act to amend the mental hygiene law, in relation to a
public awareness educational program on heroin; and making an appropri-
ation therefor

PURPOSE OR GENERAL IDEA OF BILL: To direct the Commissioner of the
Office of Alcohol and Substance Abuse to create a public awareness and
educational program on the dangers and costs of heroin use, and allocate
the funds necessary for such program.

SUMMARY OF SPECIFIC PROVISIONS: Section 1 amends section 19.09 of the
mental hygiene law by adding a new subdivision (i) to require the
Commissioner of the Office of Alcohol and Substance Abuse (OASAS) to
create a multi-faceted public outreach program to raise awareness of the
inherent dangers and costs of heroin use. The program shall consist of
such public service announcements and interactive media spots designed
to reach the broadest possible general audience, as well as those
designed to specifically target those social and age groups that are
most at risk for experimenting with heroin, those who are currently
using heroin, and those who are seeking or undergoing treatment for
heroin addiction. Topics covered shall include, but not be limited to:
the dangers of heroin addiction after only one use; raising the profile
of the state's Good Samaritan law with regard to seeking emergency
assistance for a person experiencing a drug overdose; the demographics
(the victims and their families and friends) of the current heroin
              

crisis; and the availability and effectiveness of "opioid antagonists"
such as Naloxone. It further requires that the Commissioner examine all
possible methodologies for the most effective way to reach the widest
possible audience for the announcements, including the agency website
and social media.

Section 2 immediately allocates $500,000 to the Department of Mental
Hygiene from the state treasury to be used specifically for making this
public service announcement.

Section 3 is the effective date of the bill.

JUSTIFICATION: With heroin addiction reaching epidemic levels throughout
state, from our urban centers to rural and suburban areas, it is crit-
ical that New York State use every possible tool at its disposal to
focus on its impact on the lives of users and their loved ones. One of
those crucial tools is brief, and often graphic, Public Service
Announcements (PSAs) that will retain viewer attention and can be easily
reproduced and transmitted through social media. There have been
successful ad campaigns like the Montana Meth Project, which used a
series of short, shocking videos to show the truly horrific things that
happen to meth users. The effectiveness of this methodology is compel-
ling, with teen meth dropping by 63% in Montana, 65% in Arizona and 50%
in Idaho.

This legislation requires OASAS to use a similar approach to highlight
the dangers of heroin use in New York. Many public service announcements
and media spots have "gone viral" through such media as Youtube, Face-
book, Twitter, Vine, and Instagram, receiving worldwide attention far
beyond their intended audience. While powerful videos may be difficult
to view, the strong message they carry can be the most effective way to
educate the public on the horrific consequences of heroin use, and
prevent young people from using the first time.

PRIOR LEGISLATIVE HISTORY: New Bill - 2014

FISCAL IMPLICATIONS:  $500,000 appropriation.

EFFECTIVE DATE: This act shall take effect immediately.